Hainan Airlines, China’s fourth largest commercial airliner, has selected Euro RSCG to manage its campaign launching its non-stop flights from Seattle to Beijing – a direct route that has never before been available according to the company.
The initial assignment includes the announcement of this newly launched service across print, digital, outdoor and direct. The Hainan account is for around $4 million.
“We are going to be doing direct mailing pieces targeting companies such as Microsoft and Starbucks, the kind that do a lot of travel between Beijing and Seattle,” said Ernie Lageson, executive creative director with Euro’s San Francisco office.
Lageson said the campaign would eventually include “a lot of cool viral ideas,” though he declined to get into specifics at this time.
Euro RSCG also was named the agency of record for Grotto Cellars, which manufactures and sells wine cellar and racking system designers, manufacturers and sellers for both commercial and residential use.
Euro RSCG also was named the agency of record for Grotto Cellars, which manufactures and sells wine cellar and racking system designers, manufacturers and sellers for both commercial and residential use. Lageson estimated the initial work for Grotto would total $1 million.
“We’ll be doing a lot of direct marketing for them,” said Lageson, in addition to revamping the company’s Web site to make it more interactive and personalized.
He said that Grotto Cellars really wanted “to talk the language” of wine enthusiasts when targeting them with marketing material, which is one of the thing’s Euro will be doing on their behalf.
“Right out of the gate, we’re going to be sending out all new collateral and product guides,” he said.
These two agency wins some on the heels of Euro RSCG acquiring Kadium, a digital operation also based out of San Francisco.
This acquisition creates a fully-integrated offering for Euro RSCG, said Lageson, and increases its capabilities in the areas of site development, on-line marketing, digital media, mobile marketing programs and business strategic consulting.
He said the Kadium acquisition was instrumental in Euro being able to secure the Hainan and Grotto Cellars accounts.
“They have been fully integrated now, and it’s a great fit,” he said.